What is Brand Identity? How To Build A Strong One

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What is a brand identity

Key Highlights

  • Brand identity is the combination of elements such as the logo, colours, typography, and visuals that represent a brand.
  • It also includes the brand’s personality and values, and how it is perceived by others.
  • Building a strong brand identity requires in-depth customer analysis, careful planning, and execution.
  • A strong brand identity helps businesses stand out, be remembered, and create meaningful connections with their customers.
  • Brand identity is different from brand image, as the former is how a brand wants to be seen, while the latter is how it is actually perceived.
  • Creating a strong brand identity involves identifying your unique brand values and crafting a visual identity that stands out.


Building a strong brand identity is crucial for success. It’s what sets your business apart from others and makes it memorable to your target audience.

But what exactly is brand identity, and how do you go about building a strong one?

Brand identity is more than just a logo or a colour scheme. It encompasses everything that represents your brand, from your visual elements to your brand personality and values. It’s the DNA of your brand, the essence that makes it unique and recognisable.

Building a strong brand identity requires careful planning and execution. It involves understanding your target audience, differentiating yourself in the market, and creating a consistent brand experience across all touchpoints. It’s about telling a story that resonates with your customers and creates an emotional connection.

In this blog, we’ll explore:

  • What is brand identity
  • The importance of brand identity
  • Brand identity vs brand image
  • Key elements that make a memorable brand
  • How to build a strong one for your business
  • When to consider a graphic design agency
  • Why brand identity matters
  • Examples of strong brands

So, let’s dive in.

Large brands and corporate identities

What Is Brand Identity?

Brand identity is the combination of elements that visually and emotionally represent a brand.

It includes the design aspects such as the logo, colours, typography, and visuals, as well as the brand personality and values.

When you have a strong corporate identity, your brand becomes easily recognisable and memorable to your target audience. It differentiates you from your competitors and helps create a connection with your customers. A strong brand identity design reflects your brand’s unique character and makes it stand out in the minds of consumers.

But brand identity is not just about looks. It’s also about how your brand is perceived by others. It’s about the feelings and emotions that people associate with your brand. A memorable brand identity design elicits positive emotions and creates a lasting impression.

How to Create a Brand Identity

To create a strong brand identity, you need to carefully consider every aspect of your brand. Start by defining your brand’s personality and values.

What do you want your brand to represent? What are your core beliefs and principles? These values should guide every decision you make about your brand.

Next, think about the visual elements that will represent your brand. Design a logo that captures the essence of your brand and is easily recognisable. Choose a colour palette that reflects your brand’s personality and evokes the desired emotions. Select typography that complements your brand’s style and enhances legibility.

Lastly, ensure consistency across all brand touchpoints. Whether it’s your website, social media profiles, or marketing materials, maintain a consistent visual identity and tone of voice. This will help create a cohesive brand experience for your audience.

Brochure design

It’s not easy to create a memorable brand identity. At Image Box Design, we can help create a brand identity that resonates with your target customer.

Looking for a quote, or more information? Get in touch with our experts today and we’ll be happy to help.

The Importance of Brand Identity for Businesses

A brand’s identity is a business’s visual fingerprint and plays a crucial role in the success of a business.

Here are some of the benefits of a strong brand identity:

Competitive Advantage & Uniqueness: A strong brand identity clarifies what makes your business special. It helps you stand out from the crowd and resonate with your target audience.

Emotional Connection & Trust: Brand identity goes beyond visuals. It allows you to build an emotional connection with your audience by showcasing your values and personality. This fosters trust and loyalty.

Brand Recognition & Consistency: A strong brand identity ensures consistent use of visual elements (logo, colours, fonts) across all platforms. This repetition leads to better brand recognition and memorability.

Brand Clarity & Focus: Developing a brand identity forces you to define your core values and messaging. This clarity helps guide decision-making and ensures all marketing efforts are aligned toward a unified brand image. The distinction you mentioned between core and evolving elements allows for adaptation while maintaining a recognisable brand essence.

Brand Identity vs. Brand Image

There is often confusion between the terms brand identity and brand image. While they are closely related, they have distinct meanings.

Brand identity is how a brand wants to be seen and includes the visual elements, personality, and values that represent the brand.

On the other hand, brand image is how the brand is actually perceived by others, including customers, employees, and stakeholders.

While a strong brand identity is essential for shaping the brand image, it’s important to ensure that the two align. When brand identity and brand image are in harmony, a brand can establish a strong presence and create a positive perception in the minds of consumers.

Creating a Memorable Brand Identity

Creating a memorable brand identity is essential for standing out in a crowded market and building a strong brand presence.

To create a memorable brand identity, start by identifying your unique brand values. What sets your brand apart from competitors? What do you want to be known for?

Craft a visual identity that stands out and reflects your brand’s personality. This includes your logo, colour palette, and typography.

Consistency is key when it comes to creating a memorable brand identity. Ensure that your brand’s visual elements are consistently used across all touchpoints.

Branding materials for a company

Identifying Your Unique Brand Values

Identifying your unique brand values is the first step in creating a memorable brand identity.

Your value proposition is what sets your brand apart from competitors and gives you a competitive advantage. It answers the question, “Why should customers choose your brand over others?”

Your brand values are the principles that guide your brand’s actions and decisions. They reflect what your brand stands for and what it believes in.

Your brand personality is how you want your brand to be perceived by others. It includes traits such as friendly, professional, innovative, or reliable.

By identifying your unique brand values, you can create a brand identity that is authentic and resonates with your target audience. This will help create a lasting impression and build a loyal customer base.

Crafting a Visual Identity That Stands Out

Your brand’s visual identity is its signature look.

It’s a combination of design elements that work together to create a recognisable and memorable image for your company.

Think of it like your brand’s outfit:

  • Colour palette: The colours you consistently use across all platforms.
  • Logo: The symbol that acts as the face of your brand.
  • Typefaces and fonts: The distinctive text styles that communicate your brand personality.
  • Imagery and photography style: The visual approach you take – photos, illustrations, or a combination?
  • Graphic design layouts: How you arrange visual elements on your website, marketing materials, etc.
  • Product and packaging design: The visual identity carried over to your physical products.
What is logo design

The Role of Graphic Design in Brand Identity

Graphic design plays a fundamental role in brand identity. It’s the visual language that translates your brand’s core values, personality, and message into a tangible experience for your audience. Here’s a breakdown of how graphic design contributes to a strong brand identity:

Crafting the Visual Foundation:

  • Logo Design: A well-designed logo is the cornerstone of your brand identity. It’s a visual symbol that serves as the face of your company, fostering instant recognition and memorability.
  • Colour Palette: Colours evoke emotions and have specific associations. Graphic designers use colour palettes strategically to create the desired feeling you want your brand to communicate (e.g., blue for trust, green for growth).
  • Typography: The fonts you choose can significantly impact how your brand is perceived. Graphic designers select typefaces that align with your brand personality and are easy to read across various platforms.
  • Imagery & Design Style: Selecting the right imagery (photos, illustrations, etc.) is crucial. Graphic designers choose visuals that resonate with your target audience and reinforce your brand message.

Building Brand Cohesion:

Graphic design ensures consistent application of these visual elements across all brand touchpoints, including:

This consistency is key to building brand recognition. When customers encounter your brand logo, colours, and fonts repeatedly, they start to recognise and trust your company.

Communicating Brand Values:

Graphic design goes beyond aesthetics. Skilled graphic designers understand the power of visuals to communicate your brand values and message. Through their choices of colour, imagery, and composition, they can tell a story about your brand, evoking emotions and shaping how your audience perceives you.


  • A playful logo and vibrant colours might convey a fun and energetic brand personality.
  • Classic fonts and muted tones might suggest luxury and heritage.
  • Environmental imagery might communicate a commitment to sustainability.

5 Steps to Building a Strong Brand Identity

1. Define Your Brand Foundation:

  • Mission & Values: What is your company’s core purpose? What values guide your operations? Understanding these elements will shape your brand personality.
  • Target Audience: Who are you trying to reach? Understanding their demographics, interests, and pain points will help tailor your brand message and visuals.
  • Competitive Landscape: Analyse your competitors – what are their visual elements? What are their strengths and weaknesses? This helps you find your unique positioning.

2. Develop Your Brand Personality:

  • Imagine your brand as a person. What adjectives describe them (reliable, playful, innovative)? This will influence your visual choices.
  • Brand Story: A unique narrative defining a brand’s origins can create a solid emotional connection with customers.
  • Brand Name: A brand name should be memorable and easy to spell and say, as it’s often the first thing customers hear or see.
  • Brand Voice: How will you communicate with your audience? Formal, casual, humorous? Define your brand voice for consistent messaging.

3. Craft Your Visual Identity:

  • Logo Design: This is the centrepiece of your visual identity. It should be simple, memorable, and reflect your brand personality.
  • Colour Palette: Choose colours that evoke the emotions you want to associate with your brand (e.g., blue for trust, green for growth).
  • Typography: Select fonts that align with your brand personality and are easy to read across platforms.
  • Imagery & Design Style: Choose photography, illustrations, or a combination that resonates with your audience and brand message.

4. Maintain Brand Consistency:

  • Develop a Brand Style Guide: This document outlines your visual identity elements (colours, fonts, logos) and how to use them consistently across all platforms.
  • Monitor Brand Usage: Ensure internal teams and external partners use your brand elements correctly.

5. Evolve Your Brand:

  • Over time, your brand may need to evolve to stay relevant and reflect changing market conditions. However, maintain core elements to ensure brand recognition.

Additional Tips:

  • Get professional help: Consider working with a branding agency for a comprehensive brand identity strategy and design.
  • Seek feedback: Get input on your brand identity from your target audience through surveys or focus groups.

By following these steps and keeping your brand identity consistent, you can create a powerful tool for building brand recognition, trust, and ultimately, business success.

Hiring a Graphic Design Agency for Brand Identity

Your brand identity is your visual voice – it’s the first impression you make and a key factor in building trust and customer loyalty. If you’re looking for a design agency to craft a powerful brand identity for your business, look no further than Image Box Design.

Why partner with a graphic design agency for brand identity?

Creating a strong brand identity involves more than just a logo. It’s a strategic approach that combines visual elements with your brand values and target audience to create a cohesive experience.

A graphic design agency like Image Box Design can offer several advantages:

  • Expertise: Their team of experienced designers understands the intricacies of visual communication and branding principles.
  • Strategic Approach: They’ll work with you to define your brand strategy, target audience, and desired brand personality.
  • Creative Execution: They’ll translate your brand vision into a visually stunning logo, colour palette, typography, and imagery that resonates with your audience.
  • Brand Consistency: They’ll develop a brand style guide to ensure consistent application across all platforms.
Brand identity

Why Does Brand Identity Matter?

Brand identity matters for several key reasons:

1. Recognition and Differentiation: A strong brand identity makes your business instantly recognisable in a crowded marketplace. It’s like a visual fingerprint that sets you apart from competitors. Think of the iconic golden arches of McDonald’s or the swoosh of Nike – these instantly tell you what brand you’re looking at.

2. Trust and Credibility: Consistent visual elements across platforms (website, marketing materials, social media) project professionalism and reliability. It subconsciously tells customers you’re a serious player, building trust and credibility.

3. Emotional Connection: Brand identity goes beyond visuals. It encompasses brand values, personality, and the emotions you want to evoke. A playful logo and vibrant colours might convey fun and energy, while classic fonts and muted tones might suggest luxury and heritage.

4. Customer Loyalty: A strong brand identity fosters a connection with your audience. Customers who resonate with your brand values and the emotions it evokes are more likely to become loyal brand advocates.

5. Brand Advocacy: A memorable brand identity inspires conversation and encourages customers to share their positive experiences. This organic brand advocacy can be a powerful marketing tool.

In a nutshell, brand identity is the visual and emotional story of your business. It’s what sets you apart, builds trust, and ultimately drives customer loyalty and success.

Strong Brand Identity Examples

Here are some strong brand identity examples across different industries:

  • Tech Industry:
    • Apple: Known for their minimalist design, clean lines, and sleek black and white colour palette. Their logo, a bitten apple, is instantly recognisable worldwide.
    • Google: Their playful and ever-changing logo reflects their innovative and dynamic nature. Their primary colours (blue, red, yellow, green) are bright and friendly, representing their focus on organisation and accessibility.
  • Fast Food Industry:
    • McDonald’s: Their iconic Golden Arches are a symbol of familiarity and consistency. Their red and yellow colour scheme is bold and eye-catching, perfect for grabbing attention.
    • Starbucks: Their green logo, associated with coffee and growth, signifies their commitment to quality and sustainability. Their warm brown colour palette creates a sense of comfort and familiarity.
  • Retail Industry:
    • Nike: Their iconic “Just Do It” slogan and swoosh logo embody their focus on athleticism and striving for excellence. Their black and white colour scheme is simple yet powerful.
    • Coca-Cola: Their red and white colour scheme is instantly recognisable, associated with happiness and togetherness. Their curvy script logo and traditional glass bottle packaging are timeless and iconic.
  • Luxury Industry:
    • Chanel: Their interlocking CC logo and black and white colour scheme exude elegance and sophistication. Their use of high-quality materials and classic designs reinforces their brand identity.
    • Tiffany & Co.: Their robin’s egg blue packaging and unique script logo are instantly recognisable, representing luxury and timeless style.


In essence, brand identity is the core of your business persona, shaping how your audience perceives you. It’s not just about a logo or colour scheme; it’s about creating a lasting impression that resonates with your values and vision. By focusing on differentiation, trust-building, and consistency, you can forge a unique identity that sets you apart in a competitive market.

Remember, a strong brand identity isn’t just about aesthetics; it’s about connecting emotionally with your audience and fostering loyalty. Through strategic steps, professional design, and continuous evaluation, you can craft a brand identity that speaks volumes about who you are and what you stand for.

Are you ready to create a brand identity that stands out? Get started today!

At Image Box Design, we design logos and marketing materials that communicate, convert or display data in a visually appealing way. Get in touch with us for a free consultation to find out how we can help.

If you’d like a quote, call us on 0118 969 4000 or complete our online form and we’ll get in touch as soon as possible.


What makes a good brand?

A good brand is one that effectively communicates its value proposition and resonates with its target market. It is memorable, distinctive, and builds trust with its audience. Key elements that make a good brand include a strong brand identity, a clear value proposition, and a deep understanding of the target market.

Why is brand identity so important?

Brand identity is crucial. It’s like a unique fingerprint for your business, making you memorable, trustworthy, and setting you apart from competitors. It builds strong customer connections that drive loyalty and success.

What is brand identity design?

Brand identity design is the visual language of your brand. It’s the logo, colours, fonts, and images that create a cohesive look and feel, communicating your brand’s personality and values to customers.

Related Design Guides:

What is Brand Identity? What it is, Benefits and How to Build One

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